기업명성, 제품판단 및 소비자적개심과 외국산 제품의 구매의도간의 구조적 관계: 국가친숙성과 소비자자민족중심주의 성향의 조절효과

This study was conducted to verify the impact of corporate reputation on the product judgment and consumer animosity (historical animosity and economic animosity) toward the imported products and how these factors affect consumers' purchase activities, and to examine the moderating effects of country familiarity and consumer ethnocentrism on their relationships. For this purpose, Korean consumers' perception toward Japan was empirically studied. It was determined that Japan is suitable for this study because many Korean consumers are antagonistic to Japan due to the historical background of Korea and Japan, and Japan has many companies with high reputation. It was found that Japanese companies' reputation alleviates Korean consumers' animosity toward Japan and has positive impact on their judgment of Japanese products. Also, both historical and economic animosity toward Japan contribute negative influence on the purchase of Japanese products. Country familiarity has moderate effect on corporate reputation, historical animosity, and purchase decision only, and consumer ethnocentrism had moderate effect on product judgment and purchase decision only. The findings of this study provide valuable evidence to verify the key factors for global companies to understand Korean consumers' perception of foreign companies/products and to establish appropriate marketing strategies in the Korean market.